Now, to the latest trend in manscaping. Ron, listen up. This is a new business that's offering pampering in a quote, unquote, man cave environment. Will guys be rushing to have their cuticles clipped? Rob nelson went deep under cover. That's not rob right there. Take it very seriously. Reporter: Going for that emmy. When you think of salons, I'm guessing that punching bags and classes of scotch don't come to mind. But thanks to man-minded entrepreneurs coast-to-coast, the world of manis and pedis aren't just for women anymore. A new twist on the man caves. Big leather chairs. COMPLETE WITH MANI/PEDIs. It's a great place to relax for guys, I think. Reporter: The store, hammer and nails, will officially open its doors today, catering to the modern guy, looking to put the man back in manicure. The salon is made for guys. I feel a lot more, not only at home, but a lot more comfortable. Reporter: That's right. These days, more and more fellas are retreating to caves of a more plush and pampering nature. The same ballplayers that used to wear jeans and sneaks to the games are now stylish. And well-groomed. It's becoming more and more acceptable to for a guy to be well-groomed. Reporter: This new brand of macho is a growing trend that stretches here to new york, where I got a taste of the action. Reluctance eventually giving way to relaxation. Girls doing your nails. You're drinking beer on friday. It's a no-brainer. Reporter: This was far from my typical friday night. But after a few cold ones and some friendly chatter. When you first started, how bad was it? On you? Not bad. Not bad. Reporter: This redefined man cave, yeah. I could get used to this. Now, the services at the man caves do run the gamut, including hair cuts, scalp massages and shaves. Here's one behind the scenes tidbit. They say generally speaking men's feet are in better conditions than women's feet because the high heels do so much damage. Ginger, bianna. How's those nails? Let me see. I'm not as shiny as I need to be. It was very good. I met a new friend. We had two cold ones. Looking smooth there. And I like the way you do jazz hands showing off your nails. The next bachelor party destination. I'm seeing it. No? Told hold your breath. Anybody wants bianna to plan their bachelor party. That sounds awesome.

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